Sack, who has been in retail for years (she and her partner opened Noe Valley Pet next door to Omnivore in 1999), believes that integrating her personality into the shop is a key part of its success. For the store’s Twitter account, she follows this rule: one third personal, two thirds professional. “You don’t want people to feel marketed to all the time,” she said. “It’s so important that I’m the face of the store — and that’s important digitally, too.”

Nice to see a company embracing a more personalized way to add value to a brand.